7. Instagram Stories are pretty new, but many publishers have been quick to adopt it
新推出的Instagram Stories已被許多出版商所採用
Instagram Stories was only one week old when we collected data in August 2016, but many publishers were already showing a willingness to use it. During the week of our analysis, we recorded 151 stories across five accounts. (CNN in particular used it extensively in coverage of the Rio Olympics.) Three months later, during Phase 3, that figure jumped to 253 stories from eight accounts.
當我們2016年8月收集資料時，Instagram Stories才剛推出一星期，但許多出版商已經表達高度的使用意願。根據8月這一周的分析，我們蒐集到5家出版商共151篇文章。（CNN大都用來報導里約奧運的新聞）；3個月後，在11月的第3階段大幅成長到8家出版商共253篇文章。
The platforms active on Instagram Stores also strongly correspond to those on Snapchat, indicating a strong commitment to visual, ephemeral content across both platforms. The Washington Post, Fox News, and The New York Times—the three most active on Instagram Stories during election week—also accounted for 76 percent of the snaps we saw during that time.
Instagram Stories的活躍情況和Snapchat如出一轍，說明了這兩個平台在視覺和短暫內容的堅定承諾。華盛頓郵報、福斯新聞和紐約時報是選舉週時，使用Instagram Stories最活躍的三個出版商，其貼文數量也佔所有出版商的76%。
Finally, while the overall number of snaps recorded on Snapchat Stories (319) was greater than the equivalent for Instagram Stories, it was the lowest figure for Snapchat we’ve seen so far—bucking a general trend for higher levels of use during the week of the election.
最終，雖然Snapchat Stories（319）的文章多於Instagram Stories，但這也僅是Snapchat目前最低數字，主因還是大選週帶動了使用的高峰。
8. For video, most publishers go with Facebook over YouTube
以影音的發展來說，多數的出版商會選擇臉書勝過於YouTube
YouTube’s potential audience and opportunities to monetize carry obvious appeal for longer-form video. The format has become a priority for Facebook, with strategic changes to the News Feed algorithm favoring video.
YouTube的潛在閱聽人和獲利機會，對格式較長（longer-form）的影音具有明顯的吸引力；這種格式已成為臉書的第一目標，不僅符合立基於新聞匯集的演算法，也有利於影音的發展。
A direct comparison between Facebook and YouTube shows that the majority of the publishers in our study posted more videos to Facebook (both regular and live) than to YouTube. In fact, the vast majority of videos uploaded to YouTube have come from just three publishers: the two broadcasters, CNN and Fox News, and The Wall Street Journal. Even CNN, among the most prolific YouTube users, recorded very similar numbers across the two platforms, posting 247 videos to Facebook (56 Live and 191 regular)—only nine fewer than it uploaded to YouTube.
我們可從臉書和YouTube之間的比較看出，大多數出版商在臉書發布了較多的影音，不論即時或非即時的。 而事實上，絕大多數上傳到YouTube的影音都來自於三個出版商：CNN、福斯新聞，以及華爾街日報。即便CNN是最多產的YouTube用戶，但也在臉書發布了247則影音（56則即時，和191則非即時），只比YouTube的數量少了9個。
9. iOS 10 persuaded some subscription-based publishers to embrace Apple News
iOS 10說服一些訂閱制的出版商接受蘋果新聞
In September 2016, Apple released iOS 10, which gave publishers the option of placing Apple News articles behind a paywall. When users first attempt to access such content, they are greeted by a message stating that the story requires a subscription and prompted to either enter their existing credentials or sign up for an in-app subscription (with Apple taking 30 percent of subscription revenue). For some subscription-based publishers, this option paved the way for their use of the platform. The number of articles posted by the Chicago Tribune increased 1,810 percent, from 67 (in the August collection) to 1,280 during election week. The Wall Street Journal’s output increased tenfold, from 40 to 433, while The Los Angeles Times’ went up 68 percent, from 513 to 864. The paywall was not adopted by all of the publishers with a subscription model—most notably, The New York Times, which continues to offer free content via Apple News.
蘋果在2016年9月發布了iOS 10，這讓出版商多了將文章放在付費牆後面的選擇。當用戶首次瀏覽內容時，會收到該內容需要訂閱的訊息，並提示輸入現有憑證或註冊的權限（30%訂閱收入歸蘋果所有）。 對於一些以會員訂閱制為生的出版商來說，等於為他們的平台使用增加了可行性。 芝加哥論壇報導的文章數量，從67則（8月收集）增加到選舉週的1,280則，足足增加了1,810％；華爾街日報也從40則增加到433則，成長了10倍有餘；而洛杉磯時報上升了68％，從513增加到864則。所有的出版商都沒有採用付費牆的訂閱模式，最特別的是紐約時報，仍透過蘋果新聞提供免費的內容。
10. LinkedIn, Pinterest, and Tumblr are important to certain publishers
LinkedIn、Pinterest和Tumblr符合特定出版商的需求
Facebook, Instagram, Snapchat, Apple, and Google inevitably dominate the conversation around platforms and publishers. But others—such as LinkedIn, Pinterest, and Tumblr—remain an active part of many strategies. Both The New York Times and The Washington Post made a significant number of posts to all three, Vox is a frequent user of LinkedIn and Tumblr, while The Wall Street Journal makes consistent use of LinkedIn.
臉書、Instagram、Snapchat、蘋果和Google不可避免地主導著平台和出版商之間的對話，但其他像是LinkedIn、Pinterest和Tumblr也同時扮演著至關重要的角色。像紐約時報和華盛頓郵報便是這三個平台的愛好者，Vox則是LinkedIn和Tumblr的常客，而華爾街日報則一直使用著LinkedIn。
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作者：Pete Brown
編譯：朱弘川
原文網址： http://www.cjr.org/tow_center/platforms-and-publishers-no-sign-of-retreat.php
